Pacific Harbour is a large scale residential canal development situated at Bribie Island (the only Qld island connected to mainland by bridge). 84% of Bribie Island is declared National Park, and never to be developed, giving the island a natural population cap.
Our job was to re-brand the development to significantly increase sales volume.
Bribie Island was suffering from “image” problems, with negative perceptions of the island as a retirement village. Advertising was price-driven with discounts and other give-aways a necessity. It was a competitive marketplace with no differentiation in similar canal products.
Coo’ee Brisbane developed a series of “nature documentary” style commercials using a local tour operator and naturalist.
Our results speak for themselves. Television advertising expenditure was reduced by 40%. Enquiries and sales doubled over an 18 month period. Average waterfront land prices doubled in 18 months. Over $10 million in sales was achieved in 1 month – exceeding the total gross realisation from the previous 12 months.